Denmark added 25% VAT to gym memberships and personal training, and it’s already changing the fitness landscape. In this episode of What Are You Doing in Denmark, Derek and Annie sit down with personal trainer and educator Mikkel Valgreen to unpack what’s happening, why it’s happening, and who’s most affected.

The change stems from an EU classification that defines fitness services as “commercial” rather than healthcare. That means higher prices for gym memberships, personal training, and classes while taxes on things like sugar and alcohol are being reduced.

We break down:

• Why the VAT was introduced
• How gyms and trainers are responding
• Who is exempt (and who isn’t)
• The political debate around whether fitness should count as healthcare
• What it means for Denmark’s long-term public health

Plus, Mikkel shares practical advice for actually sticking to your fitness goals in 2026 without burning out by the end of February.

If you live in Denmark, work in fitness, or just care about how policy affects your daily life, this episode is for you.

Mikkel Valgreen (guest):

https://www.mikkelvalgreenpt.dk/

https://www.instagram.com/valgreen_pt

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